BUSINESS STRATEGY FORMULATION AT NAVIRE, AN OUTDOOR JACKET BUSINESS, BASED ON INDUSTRIAL ORGANIZATION MODEL

• Main Author: Riandiza (19014131), Bima
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26115
• Institution: Institut Teknologi Bandung

Navire is a company originated from IBE. The company stopped running as soon as the course ended. It holds massive potential. The problem uttered by the execs of Navire is that they did not have the necessary knowledge to move the company forward and survive within the industry. It led them to ineffective decision making and strategic actions. As it turns out, Navire does not have a fully realized internal environment. The goal of this research is to create Navire internal environment. <br /> <br /> Strategic management process is used. The research utilized I/O Model. Other theories that were used in this research are External Environmental Scanning, SWOT Analysis, TOWS Matrix, Business-Level Strategy, Corporate-Level Strategy, Marketing Strategy, Consumer Behavior and Perceived Value. Method used are in-depth interviews, questionnaire, and secondary data gathered. <br /> <br /> The findings of this research are, the general environment are supportive towards the industry. Demographically, Navire market is divided into 5 clusters Premium Customer, Opportunist Customer, Need-Based Customer, Product Oriented Customer and Price Oriented Customer. The industry is expected to grow and holds an attractive proposition. In terms of rivalry, the industry is deemed to be at medium level, each competitor in the industry holds unique capabilities. This information was then assessed and strategies are made. The strategies are Integrated Cost Leadership/Product Differentiation for business-level, Low Level of Diversification for corporate-level. Marketing strategy proposed to target cluster 4 and 5. Marketing Mix, the company should create a quality outdoor jacket, and a high fashion jacket, competitive price, choose the correct social media outfit and right content to appeal to the target market, and approach community, establishing online shop through e-commerce platforms and offline shop. Based on the strategies formulated, the company internal environment, for resources are; acquire 60 million Rupiah, find alternative main material suppliers and vendor to reduce cost and better reliability, have a physical store or cooperate with other outdoor shop, have a warehouse, standard business organizational scheme with four major departments, use Instagram and Tokopedia, use inventory system like Cin7 or Gudangku, acquire person with right set of skills in regard to the departments, find designers, and create a brand image. Navire capabilities of; creating quality jacket with competitive price, effective digital use for promotion and information, effective supply chain and material usage, prestigious brand, high fashion outdoor jacket. The core competencies of Navire will lie on the ability to produce high product offerings with competitive price unmatched with other competitors.